It seems as though many marketing managers use the demographic variable the most. The demographic variable segments markets according to age, gender, race, ethnicity, income, education, occupation, family size, family life cycle, religion, and social class. This specific market segmentation seems to be the most widely used because it can respond to almost any individual in society. It seems as though more and more products are being marketed to men or women, children or adults, etc. I bet most of the products people purchase have been segmented under the demographic variable. Almost all hygiene products are marketed according to gender. Many clothing stores try to appeal to certain occupation groups. For example, Express shows off its business attire on manikins throughout the store and in the store flyer to try and catch the attention of different customers shopping for suits. Another clothing store that uses demographic variable is Forever 21. Forever 21 makes it possible to find an entire outfit for less than thirty dollars. This draws the attention of not just female students, but also male. Forever 21 has expanded its clothing line so that they now carry male clothing. A vast percentage of Forever 21's success is due to the cost friendly prices that allow college students with low income, to afford to shop there. BJ's Wholesale Club allows customer to buy in bulk. This is extremely helpful for large families who may not have the time to go food shopping on a regular basis which therefore allows them to stock up. There are a million different products that will illustrate the demographic segmentation.
What do you think? Do you agree that the demographic variable is used the most? If not, which one do you believe is?
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